Spent the last few years running content and paid social for real estate developers across Morocco. Same mistake, almost every time: budget goes straight to boosted posts of the building's facade. Nobody buys a facade.

What actually moves units:

1. Show the unit, not the building. Walkthrough videos of the actual apartment — natural light, kitchen, view from the balcony — outperform exterior renders by a wide margin. Buyers are imagining their life in the space, not admiring the architecture.

2. Testimonials from actual owners beat any ad copy. A 30-second clip of a family who just moved in, filmed on a phone, will outconvert a polished agency ad almost every time. It's proof, not a pitch.

3. Retarget, don't just prospect. Most devs spend 100% of budget on cold audiences. The buyers who watched 75%+ of your video, or visited your pricing page — that's where the actual leads are. Retargeting budget should be 30-40% of spend minimum.

4. Lead capture > vanity metrics. Likes don't close units. If your paid campaigns aren't funneling into a CRM with a sales rep following up within the hour, you're leaking money regardless of how good the creative is.

5. Ramadan and back-to-school season are not "dead months." They're when serious buyers with cash actually make decisions — away from vacation season noise. Most devs pull budget exactly when they should be increasing it.

If you're a developer or agency in Morocco and want a second opinion on your current funnel, happy to look at it — no pitch, just tell me what you're seeing.